One of the main things Sonny Bill Williams craves is to "go about his business" as a returning rugby league player but it's an impossible goal when you're arguably the most famous sportsman in Australasia.
The 27-year-old's return to the game five years after walking out on the Bulldogs has dominated pre-season talk and his pre-recorded thoughts transmitted on Channel 9 during the NRL season opener between the Roosters and Rabbitohs became the most-talked about aspect of the opening weekend.
It polarised opinion, in much the same way Williams seems to have done throughout his professional sporting career, and left the second-rower a little perplexed.
"That was the only media I did [that week]," he told a large media contingent after Roosters training at North Harbour Stadium today. "I tried to stay away from it all. I guess I was just doing what I was told to do and it all got blown out of proportion - as they do on that side of the ditch.
"I have just gone about my business. I haven't really done any media. This is probably my first big one since I came back. Everything I seem to say gets blown out of proportion. I just go about my business and that's what I will do at Eden Park this week."